The North Face has partnered JCDecaux Singapore to launch its first data-led interactive campaign at ION Orchard, titled "STRETCH OUT". This campaign uses real-time weather information geo-located around ION Orchard to deliver targeted and relevant advertising to shoppers.
The campaign displays different ad copies depending on outdoor weather conditions such as rainy, sunny or cloudy, in a bid to prompt shoppers to visit the North Face store for its latest range of outdoor apparel. These ads can be seen on JCDecaux's 80-inch digital screen network located at ION Link.
According to Melissa Teo, senior brand manager, The North Face Singapore, JCDecaux's Dynamic advertising "truly meets the demands of advertisers today" by featuring customised content that evolves around the changing environmental landscape.
“JCDecaux’s ads provides The North Face with greater mileage and marketing value on the range of collection we are able to showcase. Overall, a worthy investment which will no doubt give us our desired ROI,” Teo added.
“It is exciting to bring The North Face's first contextual digital campaign to Singapore. At JCDecaux, we strive to deliver Dynamic by default approach, placing innovation at the core of what we do and are constantly encouraging our clients to fully leverage on the power of our digital assets,” said Isaline Duminil, marketing director of JCDecaux Singapore.